Lena Roland, Commissioning Editor, Best Practice, Warc
We recently published over 80 DMA International ECHO™ case studies on warc.com. These awards are given to campaigns that have the power to change business – winners show the perfect combination of visionary strategy, compelling creative and breakthrough results. Here’s my selection of ECHO cases that I think are worth shouting about. (Note: Warc subscribers can browse all 81 case studies on our DMA International ECHO™ Awards page.)
Tip Top: Feel Tip Top
How does a 75 year old brand appeal to a new audience? Tip Top, New Zealand’s No 1 ice cream brand, reached out to a younger audience by inviting them to nominate someone through social media to receive an ice cream. Recipients of the giveaway were filmed, and footage was then shared on TV and online. This repositioning led to a sales increase of 1.5m units while brand equity soared.
DeS'S: My Mattress Savings Bank
How do you persuade cash poor consumers to buy a new mattress in the midst of a difficult economic climate? DeS'S, a Spanish bedding company, did so by capitalising on consumers' mistrust of banks by launching a new mattress – with a BUILT-IN SAFE! Positioned as a new savings bank, in-store marketing was integral to the campaign, with stores re-branded as banks. This activist themed campaign emphasised its ability to help people sleep better - by alleviating money worries. It gained significant global media coverage, and increased sales by 836%. Want to find out how other brands have won over disaffected consumers? Read ‘Engaging the Enraged’ for more great cases.
Škoda: Change my car
How did Skoda, the auto brand, increase sales by 89% in one month, in a recession hit Spanish market? With a message of durability, reliability and low overall ownership cost Skoda specifically targeted consumers with old cars who were looking to upgrade. A competition, looking for the ‘worst car in Spain’ was launched with the public voting via a microsite. The winner received a brand new Škoda Yeti Fresh. Importantly the contest allowed Skoda to capture details of their key target group who were later targeted through direct mail and offers.
Dove: Photoshop action
Finding that retouched models in magazines and other media were damaging to women’s self-esteem Dove, the personal care line, took an activist-like stance in the Canadian market. Targeting art directors, graphic designers and photo retouchers, this niche audience were sent a downloadable photoshop tool which claimed to create a skin glow effect, but actually reverted retouched photos to the original image and featured an anti-retouching message. Video footage of the target reactions were shared online, eventually reaching 1.2m views.
Chicago Shakespeare Theater: George & Will come to life
The Chicago Shakespeare Theatre wanted to promote its new musical which was based on a painting. To raise awareness and drive ticket sales the Chicago Art Institute was persuaded to hang a replica of the painting – but with the characters omitted. The cast of the musical then emerged into the gallery and performed a song, creating the idea that the characters had jumped off the canvas to perform. ‘Stunt marketing' was at the heart of this campaign which received lots of earned PR and demand for tickets exceeded supply.
TripAdvisor: Selling the product no one wants
This B2B campaign for TripAdvisor, the travel website, needed to convince hoteliers to buy a “Business Listing” which would publish the hotel’s contact information on the site. But its target were not convinced of the benefits and also felt this should be free. So a customised report containing key data such as number of page views, traveller reviews and competitor comparisons was sent to the target, in an easily digestible infographic design. The mailing delivered 617% ROI. Highly personalised and relevant, this campaign is a good illustration of how big data can be utilised for a ‘brand butlering’strategy.
Google Chrome: Ramakien
How do you launch a product in a new territory against well-established competitors and overcome consumer inertia? Google Chrome, the web browser, wanted to show, rather than tell, consumers in Thailand about its features, security and services. Knowing that Thai consumers enjoy traditional stories, such as Ramakien, an epic and emotional tale, Chrome modernised storytelling through interactive experiences. During the campaign there was a 53% increase in usage, making it the most widely used browser in Thailand.
Amnesty International NZ: Trial by Timeline
A campaign by Amnesty International, the not-for-profit organisation wanted to raise awareness among New Zealanders about human rights violations. Facebook was identified as the perfect platform to convey what many global citizens are deprived of. The Trial by Timeline app scans Facebook Timelines and then shows the punishments a person would receive for their behaviour, identifying the countries where crimes are committed. The provocative message was delivered in a relevant, personal and non-preachy way and the app reached 9m people on Facebook, it also gained global coverage on Twitter. Brilliant.
MG54, an Argentinian digital agency, wanted to reach a niche audience of schools, universities, teachers and students to reignite an interest in historical education, specifically in the 1810 May Revolution. To make this historical day relevant, MG54 used social media, specifically Twitter, to explain what was happening during this period in history. Protagonists narrated the events of 1810, in first person, and in real time. This innovative campaign generated lots of PR and led to the creation of the term “Cyber Patriotism” in the media.